Abstract

The caselet examines the pricing wars resorted to by Indian airline companies to counter the competition and sustain in the marketplace. It discusses the APEX fare schemes launched by various domestic airlines. The caselet talks about some of the innovative promotional schemes that were launched by these companies.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Pricing strategies in Indian airlines industry
• Sales promotion in airlines
• Competition as a key consideration for designing marketing strategy.

Keywords

Air Travel, Indian Aviation Market, Jet Airways, Air Sahara, Indian Airlines, Advanced Purchase Excursion (APEX), 'Everyone Can Fly' scheme, Discounts, 'Wings & Wheels' Scheme, Online Bid Scheme, Financial Stability, Business Travelers, Price War, 'Steal Buys' Scheme, 'Wings of Freedom'